SavedAdd your journal

Journals / Türk Turizm Araştırmaları Dergisi / 2020 / Cilt: 4 - Sayı: 3

The Effect of Brand Equivalence on Customer Satisfaction in Hotel Businesses: The Mediating Role of Trust Variable

Otel İşletmelerinde Marka Denkliğinin Müşteri Memnuniyeti Üzerindeki Etkisi: Güven Değişkeninin Aracı Rolü

ABDULLAH USLU
Gözde Seval ERGÜN
Ali Naci KARABULUT
Pages
2264–2281
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Also, it is determined that the trust variable has a mediator role between hotel brand equivalence and customer satisfaction

📌 3 Key Takeaways

🎯
Objective & Hypothesis:It is known that the concept of the brand is one of the important determinants of the consumer decision-making process.
📊
Key Findings & Data:The research was carried out through 302 questionnaires collected from foreign tourists coming to the hotel businesses in Fethiye.
💡
Conclusion & Impact:Also, it is determined that the trust variable has a mediator role between hotel brand equivalence and customer satisfaction
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

It is known that the concept of the brand is one of the important determinants of the consumer decision-making process. Hotel businesses, which are the main building blocks of the tourism industry, also need brand management to develop sustainable relationships with their customers and survive in the competition. Managing the brand, which is an abstract concept, requires an understanding of the value of the brand in terms of target customers, and therefore the brand equivalence and customer relationship quality dimensions to be discussed together. This study was carried out to determine the effect of brand equivalence dimensions on customer satisfaction quality sub-dimensions, trust and satisfaction, and to test the mediating effect of trust in the relationship between them. The research was carried out through 302 questionnaires collected from foreign tourists coming to the hotel businesses in Fethiye. EFA, CFA, Path analyzes and Sobel tests were performed using SPSS and Smart PLS statistical programs. As a result of the research, it has been determined that hotel brand equivalence has a significant and positive effect on customer satisfaction and trust. Also, it is determined that the trust variable has a mediator role between hotel brand equivalence and customer satisfaction

Özet

Marka kavramının, tüketici karar alma sürecinin önemli belirleyicilerinden birisi olduğu bilinmektedir. Turizm endüstrisinin temel yapıtaşlarından olan otel işletmeleri de müşterileriyle sürdürülebilir ilişkiler geliştirip rekabette ayakta kalabilmek adına marka yönetimine ihtiyaç duymaktadır. Soyut bir kavram olan markanın yönetilmesi, markanın hedef müşteriler açısından taşıdığı değerin anlaşılmasını ve dolayısıyla marka denkliği ile müşteri ilişki kalitesi boyutlarının bir arada ele alınmasını gerektirmektedir. Bu çalışma, marka denkliği boyutlarının, müşteri ilişki kalitesi alt boyutları olan güven ve memnuniyete etkisini belirleyebilmek ve aralarındaki ilişkide güvenin aracı etkisini test edebilmek amacıyla gerçekleştirilmiştir. Araştırma Fethiye’deki otel işletmelerine gelen yabancı turistlerden toplanan 302 anket üzerinden gerçekleştirilmiştir. SPSS ve Smart PLS istatistiki programları kullanılarak AFA, DFA, Path analizleri ile Sobel testi yapılmıştır. Araştırmanın sonucunda otel marka denkliğinin, müşteri memnuniyeti ve güven üzerinde anlamlı ve pozitif etkisi olduğu tespit edilmiştir. Ayrıca otel marka denkliği ile müşteri memnuniyeti arasında, güven değişkeninin de aracılık rolünün bulunduğu belirlenmiştir.

🔖

Cite This Article

USLU, A., ERGÜN, G. S., KARABULUT, A. N. (2020). The Effect of Brand Equivalence on Customer Satisfaction in Hotel Businesses: The Mediating Role of Trust Variable. Türk Turizm Araştırmaları Dergisi, Cilt: 4 - Sayı: 3, 2264–2281. https://ajindex.com/articles/329321

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (17)

  1. Aaker, D. A. (1991).
  2. Managing Brand Equity. New York, NY: Free Press.Aaker, D. A.andJoachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California Management Review, 42(4), 8–23.
  3. Altınöz, Ö. (2013). Otel İşletmelerinde Müşteri Odaklı Marka Denkliğinin Müşteri Sadakatine Etkisi: Müşteri Memnuniyeti veGüvenin Aracı Rolü.Yayınlanmamış doktora tezi,Gazi Üniversitesi,
  4. Ankara.
  5. Bailey, R.andBall, S. (2006). An exploration of the meaning of hotel brand equity. Service Industries Journal,26(1), 15–38.
  6. Baron, R.M. and Kenny, D.A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategicand statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  7. Berry, L.L. (2000). Cultivating service Brand equity.Journal of the Academy of Marketing Science, 28(1), 128-137.
  8. Bihamta, H., Jayashree, S., Rezaei, S., Okumus, F. andRahimi, R. (2017). Dual pillars of hotel restaurant food quality satisfaction and brand loyalty. British Food Journal, 119(12), 2597–2609.
  9. Bryman, A.andCramer, D. (2001). Quantitative data analysis with SPSS Release 10 for Windows. London: Routledge. Byrne, M. B. (2010). Structural Equation Modeling with AMOS (Second Edition), New Jersey, USA: Lawrence Erbaum Associates Publisher.
  10. Chang, H., H., Hsu, C., H. andChung, S. H. (2008). The antecedents and consequences of brand equity in service markets. Asia Pacific Management Review, 13 (3), 601-624.
  11. Chang, C. H. and Tu C. Y. (2005).
  12. Exploring Store Image, Customer Satisfaction and Customer Loyalty Relationship: Evidence from Taiwanese Hypermarket Industry. Journal of American Academy of Business, 7(2), 197–202.
  13. Chi, C. G. Q. and Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. TourismManagement, 29, 624-636.
  14. Delgado-Ballester, E. andMunuera-Alema ́n, J. L. (2005). Does brand trust matter to brand equity?. Journal of Product & Brand Management,14(3), 187–196.
  15. Erciş, A., Ünal, S., Candan, F. B. andYıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Social and Behavioral Sciences,58, 1395 –1404. Falk, R. F. andMiller, N. B. (1992).
  16. A primer for soft modelling. Akron, OH: University of Akron Press.
  17. Fatma, M.,Rahman, Z. andKhan Imran (2015). Building company reputation and brand equity through CSR: the mediating role of